“Green” revolution in the business world. What “Sustainability” is?

In 1972, in Stokgolm UN members first time raised the problem of how manufacturing and demographic growth affect the environment. 11 years later, the World Commission on Environment and Development was created. The term “Sustainability'' was first pronounced there.

“Sustainability” is a modern way of doing business in a new world.

What is “Sustainability” for Business

Today, a successful business is not just product quality, but at the same time responsibility towards the environment.

The planet is being damaged because of human activity. Therefore, big companies must search for new ways to solve the pollution problem. Humen must learn to cooperate with nature and use resources smartly.

“Sustainability” main goal is to create an innovative context where people care about nature. It means to change society's way of thinking.

It is important to keep a balance between human needs and resource use. It will help to save the Earth habitable.

“Sustainability” for business is a new competitive plus. Companies will be able to find loyal customers easier if they follow new eco-rules.

Two points of ethic business

1. Ecological

● emissions decreasing into the environment;

● smart resources using;

● recycling and reuse.

2. Social and economical

● creating of business etiquette in team;

● staff training;

● good working conditions and salary;

● human rights following;

● support for organizations which cultivate a smart lifestyle.

If companies do not take responsibility for these points, its future is unpredictable.

It is important to pay attention to

● manufacturing optimization;

● waste recycling;

● employees and consumers support.

What can be done today

● divide waste at work and in the office;

● aim to zero waste;

● promote smart consumption in society;

● develop eco-friendly packaging and POSM;

● decrease transportation costs.

Fashion influence on the planet

The fashion industry takes second grade in terms of the World Ocean pollution by plastic wastes. The first “prize” goes to household waste. Fashion is second in terms of water use. Every year, 92 million tons of solid waste is thrown away to the trash dump.

Another problem is overproduction. Fashion changes very quickly. Clothes and shoes are not able to sell out so fast. After COVID-19 pandemic, clothes and shoes for a total sum of $168-192 billion remain in warehouses. It is twice more than in 2019.

But the mass market still renews collections every season.

In the worst scenario, unsold items are thrown away or burned. In better cases, remains go to orphanages or are recycled.

What fashion brands have to do

Some brands are already adopting the “Sustainability”:

● take cloth, jeanswear, and shoes for recycling;

● use technologies to work with recycled materials;

● made fabrics of eco friendly materials;

● offer customers eco packaging.

How to recognize greenwashing

There are dishonest brands which use “greenwashing” marketing. “Greenwashing” is a "green" way of brand promotion to mislead the consumer. It means that a brand shows itself as eco-friendly, but it is not. At the same time, its reputation grows and sales as well.

Fortunately, there are organizations which establish quality standards. For example, a GOTS (Global Organic Textile Standard) certificate. It confirms that a company produces clothes made of organic cotton. Marking “organic” means that clothes contain 95% organic fibers. Marking “made with organic” — 70%.

It helps consumers to distinguish truth from lies.

Today, ”Sustainability” is already used by big and medium-sized brands in the USA and Europe. That means the concept is spreading step by step. In the future. all brands will have to play by new environmental rules.